The magazine profile, titled “Ballerina Farm and The New American Dream,” published in late November, begins by telling readers that Evie strives to be at the “forefront” of the “cultural shift” and “resurgence of the values and aspirations that once defined the American Dream.”

“In an era weary of noise and corruption from the establishment, big corporations, and legacy media, people are longing for simplicity, authenticity, and purpose,” the outlet wrote.

“In our third print issue, we’re thrilled to feature Hannah Neeleman of Ballerina Farm on her first magazine cover.

“Hannah brings a timeless vision to life on her homestead in Utah,” it continued. “At just 34 years old, with eight children, over [10] million followers, and a rapidly growing business, she reminds us of the joy and fulfillment that can come from living close to the earth and embracing your unique calling.”

The glowing profile comes after the couple came under intense scrutiny following a critical feature in The New York Times published in February 2024.

Many have raised alarm bells about the rise of trad wife culture in the post-Roe era, which critics believe glorifies a time when women were relegated to the home and forced to be financially dependent on men.

The conservative women’s magazine was launched by husband-and-wife model and influencer duo Brittany Martinez-Hugoboom and Gabriel Hugoboom in 2019.

The magazine’s mission was to provide an alternative to women’s media like Cosmopolitan to “empower, educate and entertain young women with content that celebrates femininity and encourages virtue,” according to Martinez-Hugobloom.

It reaches more than 10 million people across all social media channels and earns millions of unique page views per month, Martinez-Hugobloom told Rolling Stone last year.

The project is bankrolled by the likes of tech billionaire Peter Thiel, co-founder of PayPal with former ties to Facebook, who has become a top conservative campaign donor. He also has publicly and financially supported Donald Trump.

Thiel funded the historic nine-figure privacy invasion lawsuit Hulk Hogan filed in 2013 against Gawker, which led the media outlet into bankruptcy after agreeing to a $31 million settlement deal in 2016.

Thiel’s investment firm also launched a menstrual cycle tracking app, 28, in partnership with the magazine and its founder Martinez-Hugoboom.

Many women’s rights groups have urged women to delete period apps such as 28 in response to the Dobbs decision in June 2022 out of fear of tech companies owning and potentially selling private medical information.

Many internet users and cultural critics expressed outrage at the outward embrace of the regressive movement during a time in which women’s rights are being rolled back and wealth inequality widened.

Feminist author Jessica Valenti accused the magazine on TikTok of being a “billionaire-backed anti-birth control propaganda front.”

She explained the magazine’s rhetoric has co-opted legitimate experiences of sexism by the medical establishment to push their right-wing agenda, which some contributors spoke to in an investigation into Evie published last year in Rolling Stone.

Users commented on Valenti’s video that “Evie isn’t a magazine, it’s a MAGAzine” and “Evie is evangelical propaganda.”

A “trad feminism” snark page on Reddit also had a lengthy discussion about the magazine edition.

Many expressed weariness about the magazine’s implication that the Neeleman’s lifestyle is a “new” phenomenon.

One user said, “‘the New American Dream:’ being a lovely ballerina and pageant queen that marries the son of a billionaire and has a busload of kids doesn’t sound very new to me.”

Others expressed concern about the language used and images evoked that some thought was reminiscent of Nazi Germany.

“This looks like Third Reich propaganda poster glorifying aryan race but ELLE style,” one user wrote.

“‘Europe’s shield maiden’ the white nationalist dogwhistles are dogwhistling,” one wrote.

Another added, “Shield maiden? Aspirations of being traditional and sexy? What is this, Aryan Monthly?”

One user said it reminded them of “The Stepford Wives,” a 1972 satirical feminist horror novel by Ira Levin that pulls the curtain on suburban life for women.